Executional Frameworks, Essay Example

Fast food franchises rack in billions of dollars of revenue a year. The reason that they’re so popular is that modern culture depends on speed. This is true for internet, job commuting, car, etc. The quicker something can get done, the more time saved. For every business however, there is a differentiator (Macomber, 2012, p. 17). This differentiator, however, is not something done through price, it’s something done through a unique quality. It marks the difference between one store and another store when both stores sell the same product. MacDonald’s sells the same product as Burger King; however, the differentiate between their stores by offering something unique about the food. For MacDonald’s, this uniqueness used to be the special sauce they served on their burgers. This has since changed to their French fries.

Every fast food chain has their own twist to the French fry. Wendy’s now has natural cut, Burger King has their own way of making French fries, but when it comes to the staple fast food fry, then the consumer goes to MacDonald’s. This is the company’s differentiator (Macomber, 2012, p. 17). It is that quality of goods that the company’s target audience wants to consume, and because of this quality, MacDonald’s has a unique selling point/proposition. No other fast food company sells MacDonald’s style fries and they’ve cornered the market on this.

There are four strategic ways that MacDonald’s has cornered the market on their French fries. One way that the company has done this has been to associate their logo with great food. The giant, yellow “M” can be instantly identified as belonging to MacDonald’s and can create a Pavlovian effect on the consumer. Upon seeing the “M” on a sign, bag, trash, advertisement, they associate it with French fries. On a more subtle note, the giant “M” is also mean to represent women’s breasts and thereby identify a feeling of comfort to people, or of home. This focused message is MacDonald’s unique selling point (Berry, 2013, para. 2).

Another unique selling point that MacDonald’s takes advantage of is the “slice of life”. This is seen in their use of humor with Ronald MacDonald as a mascot for the company. This appeals to children, who are a main motivator to consumers (parents).

MacDonald’s also demonstrates dramatization framework (Berry, 2013, para. 3). One example that MacDonald’s does with dramatization framework is with their healthy options menu. With rising obesity rates in post-industrial countries, MacDonald’s has labeled it as a problem and is trying to curtail it with healthier choices with their kid’s meals such as apple slices. They’ve also gotten rid of their super-size menu options.

MacDonald’s also demonstrates animation strategies. This strategy especially appeals to children. The fun colors, the characters easy-going adventures (either on the side of the box or in the commercials for the product) allow consumers to associate those characters with the product and is very easily accomplished.

Finally, MacDonald’s uses informative strategies. They do this by several means such as using commercials, advertising space, and product placement in films and TV. There are even subway cars with advertisements for MacDonald’s in them.

One framework that seems to be missing from MacDonald’s, that they would benefit from would be the authoritative strategy. If MacDonald’s could acquire a doctor or something noteworthy, popular and trustworthy to be a spokesperson for their company, it would do nothing but benefit them, both in sales and in marketing (Morrison, 2014, para. 1).

References

Berry, M. (2013). Executional frameworks for advertising. Mayr’s organizational management. Retrieved from http://mayrsom.com/2013/10/18/executional-frameworks-for-advertising/

Macomber, L. (2012, 13 July). Finding your company’s unique selling proposition. The Edge.

Morrison, M. (2014). Three strategies MacDonald’s is using to lift sales. AD AGE. Retrieved from http://adage.com/article/cmo-strategy/mcdonald-s-focus-improving-marketing-digital-menu/292155/